This case study describes how Grupo Papelero Scribe in Mexico repositioned the Scribe brand to attract a younger demographic.

Offering a wide range of consumer products in supermarkets, Scribe was seen by 15-25 year olds as old fashioned and boring, a brand for parents not them.

Research showed that the brand reminded people of their best childhood moments, so it asked people to Scribe (write) their thoughts on an interactive live billboard which was one wall of the temporary home of a well-known Mexican artist.

The messages were taken from tweets and relayed by the artist to the wall, attracting celebrity and media attention, resulting in double digit growth for the brand in supermarkets and an 82% of the earned database from Twitter and Facebook coming from 15-25 year olds, which exceeded Scribe's target by 32%.

5

Sage by Heston Blumenthal: Bringing food thinking to the UK

Includes video content

Recommended by Warc editors

Trends

Best Practice

Claudia Moselhi and James Devon , Warc Prize for Social Strategy, Entrant, 2015

This entry outlines how Sage by Heston Blumenthal, Breville Group's range of high-end kitchen appliances, was launched into the UK by focusing on 'food thinking' and stimulating interest in the products when customers were at the research stage. View Summary

This entry outlines how Sage by Heston Blumenthal, Breville Group's range of high-end kitchen appliances, was launched into the UK by focusing on 'food thinking' and stimulating interest in the products when customers were at the research stage.

The range was launching in a highly established market with products which were new or had features that were new.

It adopted Google's 'Zero Moment of Truth' philosophy of purchasing as the framework for all activity, providing engaging content on social platforms during the phase when customers are considering what to buy, as well as helping people to find content.

Its fun and inspiring food-related social content Sage created a social following and the campaign led to over 129,000 appliances bring purchased by customers.

6

Tide: Keep it clean

Includes video content

Recommended by Warc editors

Trends

Best Practice

Effie Worldwide, Finalist, North America Effies

This case study explains how Tide, the detergent brand, used its sponsorship of the 2014 FIFA World Cup to engage Hispanics in the US. View Summary

This case study explains how Tide, the detergent brand, used its sponsorship of the 2014 FIFA World Cup to engage Hispanics in the US.

Tide was the leading premium detergent brand, but was struggling to hold its position in an increasingly commoditised category.

It used its sponsorship of the FIFA World Cup to embed the brand into 'clean' conversations around the sport with 'keep the exchange clean'.

People engaged with the brand on social media and key brand metrics improved - and this fed through to an increase in market share.

7

Kingsford: Lights up grill sales

Includes video content

Recommended by Warc editors

Trends

Best Practice

Effie Worldwide, Finalist, Shopper Marketing Effies

This case study explains how kingsford Charcoal, a barbecue charcoal brand in the US, took a long-term approach to protecting its sales by promoting charcoal grilling over gas to young men. View Summary

This case study explains how kingsford Charcoal, a barbecue charcoal brand in the US, took a long-term approach to protecting its sales by promoting charcoal grilling over gas to young men.

Kingford saw that charcoal grilling was in steady decline in favour of gas-powered barbecues.

It targeted young men who were buying their first grill with digital ads promoting charcoal grills, along with a free bag of Kingsford Charcoal with a new grill.

Kingsford also explained why charcoal grilling is better than gas, focussing on the multi-sensory and social experience.

The digital ads scored highly for click through rates and website visits, and sales of charcoal grills rose above target.

8

A.H Beard: Six week sleep challenge

Includes video content

Recommended by Warc editors

Trends

Best Practice

Laura Ryan and Alex McIntosh, Warc Prize for Social Strategy, Silver and Special Award for Long-term Idea, 2015

This case study explains how AH Beard, an Australian mattress manufacturer, overcame being in a low-interest category by creating a Six-Week Sleep Challenge in a social media campaign. View Summary

This case study explains how AH Beard, an Australian mattress manufacturer, overcame being in a low-interest category by creating a Six-Week Sleep Challenge in a social media campaign.

Mattresses are a challenging category as every product looks the same and they are purchased infrequently, additionally, AH Beard was unfamiliar to customers and salespeople.

While the category focuses on 'feature' messages, AH Beard took a new approach, using the Six-Week Sleep Challenge to prove they are experts in sleep and reposition themselves as a consumer-facing brand.

From a starting point of zero, AH Beard grew their customer database to 26,000 by delivering on their brand promise of 'Improving Lives Through Better Sleep'.

9

Unilever: Dirt is good

Includes video content

Recommended by Warc editors

Trends

Best Practice

ARF Ogilvy Awards, Gold, Household, 2015

This case study explains how Unilever uncovered a global truth to connect with mothers and promote its various washing detergent brands. View Summary

This case study explains how Unilever uncovered a global truth to connect with mothers and promote its various washing detergent brands.

The company needed to talk to mothers around the world, and it wanted to use a common platform through a universal truth.

Using a variety of research methods, it uncovered stories from around the world of children learning important values and lessons whilst getting dirty.

Ad creative connected children learning important values and getting dirty - linking Unilever brands to that process and appealing to mothers who want the best for their children.

Unilever increased its market share, with this one brand idea adding revenue of 1 billion Euros to its business globally.

This case study demonstrates how Mr. Clean, the cleaning brand, built its personality via social media to convince North Americans that the brand icon represented expert cleaning. View Summary

This case study demonstrates how Mr. Clean, the cleaning brand, built its personality via social media to convince North Americans that the brand icon represented expert cleaning.

Mr. Clean was suffering declines in volume and dollar share, felt like an older brand and was lost amongst a category that all seemed to be the same.

The brand discovered that people had surprising affection for the brand character and by giving this personality more life, Mr. Clean could convince consumers it was worth paying a premium for his products.

Social media posts were expanded to wider media use including video on TV, cinema, pre-roll and online, outdoor and ambient.

The campaign achieved a record-high dollar share in North America after nine months and the idea has been expanded into 10 European markets.

This case study explains how IKEA, the home retailer, demonstrated it understood Canadian lives at home to grow its profile among over 35 year-olds, who had previously discounted the brand. View Summary

This case study explains how IKEA, the home retailer, demonstrated it understood Canadian lives at home to grow its profile among over 35 year-olds, who had previously discounted the brand.

While IKEA had built high penetration amongst 18-35 year olds, over 35s started to feel they had outgrown the brand.

IKEA wanted to increase sales among the 35+ age target and improve brand metrics, while also getting Canadians of all ages to link IKEA with the concept of 'home'.

The key insight was that every home has its own unique behaviour and its own unwritten rules - homeowners are interested in reading about others' and explaining their own.

So IKEA used television, outdoor, social media and online elements to ask Canadians to share their 'house rules' and in doing so, demonstrated that it understood people's life at home.

The campaign generated an increase of 12% same-store-sales year-on-year, with key brand intent scores among the 35+ target group improving.

This case study demonstrates how woodcare brand Cuprinol increased sales by bringing colour and inspiration into a previously very functional market. View Summary

This case study demonstrates how woodcare brand Cuprinol increased sales by bringing colour and inspiration into a previously very functional market.

Cuprinol's share of the total garden woodcare market was in decline as they struggled to maintain the number one spot against competitor Ronseal.

To counter the downward trend, Cuprinol reframed its Garden Shades product from wood protection to garden enhancement, transforming the boring task of preserving wood to a fun, styling opportunity that allows customers to brighten up their garden.

The new look features an open window brand device which leads the viewer outside to an aspirational garden vision using images of a fence, shed or bench that capture the transformational effects of the product.

Garden Shades volume sale to distributors in 2014 is up 74.6% vs pre-launch figures in 2013.

This case study describes how Dutch candle company Bolsius relaunched its Aromatics range and nearly trebled its sales in the three years following the repositioning. View Summary

This case study describes how Dutch candle company Bolsius relaunched its Aromatics range and nearly trebled its sales in the three years following the repositioning.

The growing success of multi-nationals with wide product portfolios made it increasingly difficult for smaller, specialist businesses to compete.

In order to counter this trend, family-owned business Bolsius decided to reposition its 140-year-old brand and break with its traditional 'product first' approach to one that places equal importance on design and brand.

The resulting positioning of Aromatics 'True scents, true moods' using distinct lifestyle photography resonated with the 30-55-year-old female target looking for simple, natural solutions that would add warmth and a relaxed ambience to their home.

The redesign has spurred the company to market leadership in its sector, doubling its share of the Netherlands food retail market in three years.

This case study describes the relaunch of Biozet Attack, a laundry brand, in Australia by focusing on a product innovation. View Summary

This case study describes the relaunch of Biozet Attack, a laundry brand, in Australia by focusing on a product innovation.

Biozet, a Japanese company, had developed a product suited to a quick wash - which would be a good fit with many Australian households' tendency to do the bulk of their laundry on a single day of four to six loads.

Quick washes save time, but were seen as untrustworthy and with unreliable results so the ad focused on Biozet Attack's ability to give the same results as a full wash on a quick wash - every time.

At the peak of the campaign, Biozet Attack achieved a category share of 4.8% up from 1.3% pre-campaign.

This case study describes how international dog food brand Pedigree used Tinder to both promote its brand and increase dog adoption numbers amongst Brazilian males.

Pedigree knows that women adopt dogs much more often than men and it wanted to boost adoptions among men, triggering the 'Get a friend and get a girlfriend' campaign.

Using a social experiment that relied on Tinder, the largest mobile relationship platform, to prove once and for all that guys with dogs have more chances at meeting girls, Pedigree created two Tinder profiles for the same guy, with a small difference: one of the profiles included pictures of the guy's dog.

After two weeks, the profile with the dog had three times more 'matches' than the one without it, and the campaign was used to create an online video, proving in a cheerful, light-hearted way that adopting a dog can get you more than just a friend, it can get you a girlfriend.

This case study describes how pet food brand Pedigree created dedicated Pedigree Dog Parks for dogs and dog owners, in order to make the Pedigree brand an icon of love for dogs in Brazil. View Summary

This case study describes how pet food brand Pedigree created dedicated Pedigree Dog Parks for dogs and dog owners, in order to make the Pedigree brand an icon of love for dogs in Brazil.

In 2014, Pedigree celebrated 25 years in Brazil by setting itself the challenge of becoming the brand icon of love for dogs throughout the country.

The brand adopted, revitalised and redesigned the experience of pets in two squares in SÃ£o Paulo and Rio de Janeiro, in order to bring to life the love of dogs by the brand, and provide an environment in which dogs and dog owners could experience moments of affection and fun.

It was a genuine innovation because it developed a new service for the brand based on insights that were generated through an innovative structured process, resulting in a logical idea.

This case study describes how pet food brand Pedigree created a stool sample test as a new way of connecting with dog owners in Brazil. View Summary

This case study describes how pet food brand Pedigree created a stool sample test as a new way of connecting with dog owners in Brazil.

The brand had been investing millions of dollars in research to improve its dog food, but this was not useful for dogs that had worms â€“ parasites that can cause malnutrition and injury.

The Pedigree Poop Test allowed the company to collect stool samples of every dog using a Pedigree Dog Park by giving owners a sample bag with a barcode attached and inviting them to deposit it in a refrigerated container.

These were then analysed in a laboratory, which allowed Pedigree to determine and recommend the ideal type of Pedigree food to pet owners.

This was accessed through the company's website by entering the barcode and receiving a report and recommendations on the dog's health and appropriate Pedigree products to purchase.

More than 90% of the people who deposited sample bags visited the website to check the results, and 40% of the samples analysed contained some kind of parasite.

This case study describes how pet food brand Pedigree created a new way to connect with dog lovers in Brazil with a screensaver that showcased dogs that needed rehoming. View Summary

This case study describes how pet food brand Pedigree created a new way to connect with dog lovers in Brazil with a screensaver that showcased dogs that needed rehoming.

Pedigree is recognised as a brand that loves dogs, and it sponsors dog shelters around the world, so it decided to make abandoned dogs part of people's everyday lives through computer screens.

With this in mind, Pedigree created the 'Screen and Dog Saver', a Pedigree adoption screensaver that when installed in any computer would display pets that were available for adoption from dog shelters.

The company taped hundreds of dogs from dog shelters it sponsored in a studio with the resulting footage created a screensaver featuring random videos of the dogs and a phone number for adoption, and the screensaver updated regularly.

It was distributed to over 78,000 people, allowing the brand to get closer to dog lovers through a new media channel that proved to be extremely relevant.

This article explains how AzkoNobel, owner of paint brand Dulux, used international research to identify opportunities for growth. View Summary

This article explains how AzkoNobel, owner of paint brand Dulux, used international research to identify opportunities for growth.

The company was stagnating in its developed markets and needed to maximise opportunities in its developing markets, so needed to identify opportunities for new growth in both.

Innovative research methods allowed AzkoNobel to understand consumer behaviour in a variety of markets, leading to the development of a number of marketing tools that could be adapted to local needs.

Results from the initiative included changes to in-store branding and colour tools, the redesign of its digital offering and the development of new products.

25

Homebase: Let's Get Gardening

Includes video content

Recommended by Warc editors

Trends

Best Practice

Direct Marketing Association - UK, Silver, DMA Awards, 2014

This case study explains how Homebase, the home and garden retailer, used targeted seasonal offers to increase the incremental value of its customers. View Summary

This case study explains how Homebase, the home and garden retailer, used targeted seasonal offers to increase the incremental value of its customers.

Homebase generated 50% of its revenue in Spring, and research had found that people who start shopping for their garden early spend more, and also that people tend to choose a preferred retailer early in the season.

It created a direct mailing for people in its database who had an interest in gardening, including engaging content and offers to make it useful throughout the season.

It also included a survey of gardening plans, with the data used to trigger further DMs when sales records showed they had started.

81.7% of the people who received the initial DM started gardening projects, spending on average 20% more than the control group - amounting to £866k in incremental value.